A campaign to promote British chicken this summer has made progress, according to British Chicken Marketing (BCM).
BCM's summer programme has seen British chicken promoted as the number one ingredient for barbecues and picnics, and has continued to reinforce the 'buy British' message and educate consumers about Red Tractor assurance.
So far, £200,000 has been invested in publicity, which has delivered, according to BCM, PR with a value of nearly £1m.
BCM has joined forces with nutritionist Jane Clarke, who has used chicken in healthy summer recipes, accompanied by a topical news story on dieting. There have also been national magazine competitions to win top-of-the-range barbecues with Union Jack accessories, as well as a two-week radio promotion on Capital Gold with David Jensen.
A recent MORI poll shows that the message is starting to get through, with 37% of people now saying it it 'very important' their chicken is British, compared with 35% in 2004. And an increasing number (20%) are looking out for the Red Tractor on packs, compared with 18% in 2004.
Charles Bourns, BCM chairman, said: "The MORI research shows that we are on the right track, and that consumers are starting to take on board some of our messages. However, we still have a long way to go as there is a lot of confusion about what the Red Tractor stands for. We need to continue to drum home our educational messages and enable consumers to make informed choices about the chicken they buy."